Research On The Hierarchical Operation Strategy Of R Company's Short Video Creators

The research background of this paper is the rapid development of short video industry during the epidemic period in 2020.Users of various short video platforms surge.The listing of the first short video fast hand enables short video platforms to build their own closed loop in terms of user growth and traffic realization.Among them,short video content produced by creators is the biggest reason for retention and consumption of users on short video platforms,so the core of user growth is the growth of short video creators,and the core of the growth of the number is to meet the needs of short video creators for content creation guidance,traffic support to increase fans,and commercialization realization.R company under the tuyere also need to quickly realize the growth of the user,and in the platform of R company with research and status quo of data found that the creator of creators head rose powder and R company in the commercial effect was too obvious,the waist creator because don't know how to create a short video content and no flow support to stop issuing problem such as short video,investigate its reason,The main reason is that the algorithm information cocoon room and manual operation grasp are too few,which is not good for growth.Therefore,it is urgent for the platform to adjust the strategy and divide creators according to the interval of fans to achieve graded operation.In terms of specific differentiation strategy,the growth of R company's MAU from 89 million to 140 million is taken as the actual research object.On the business analysis side of the company,the user life cycle theory is used as the framework,on the operation side,The RARRA proposed by Thomas Petit and Gabor Papp is used as the growth model,and on the short video creator side,the ERG theory is used as the framework to study the main growth strategy of the short video creator classification operation.In order to discover the creators in the whole life cycle of the operation of the law.After analyzing that R company's users are mainly high-knowledge group and its stage is rapid growth,differentiated operation strategy is formulated: After the data layers of decomposition,according to the category of the stage,respectively,set the number of release and short video content creators growth targets,through to the creator to approach and incentive mechanism,optimization algorithm for the fine operation of model to realize the flow distribution regulation of artificial means to avoid information cocoon,stimulate the user growth,short video creators ecological benign loop.In terms of research methods,it mainly uses big data analysis,questionnaire survey,indepth personal interview and practical experience of industry operation to comprehensively obtain specific implementation strategies of graded operation of short video creators.First of all,the innovation lies in the strategic goal oriented,the company's business side,operation side,the creator side of the theory and practice together analysis;Secondly,strong data support;Finally,it is the first time to take creators as the grading operation center.The solution includes operation,product,algorithm,audit,personnel,commercialization and other collaborative departments,demonstrating the feasibility of the solution with practical effects.